10. 83% of companies believe social media is
important for their business
Social Media Examiner Study http://bit.ly/I58nkI
11. Yet only 6% believe their social listening and
engagement initiatives are integrated across the
organisation
Forrester Consulting and Dell Study http://bit.ly/HVVR5w
15. Customer
Â
Sales
 Marke7ng
 R&D
 IT
 HR
Â
Service
Â
Field
 Franchise
 Channel
Â
Legal
 Product
Â
Owners
 Partners
Â
Un-silo social from marketing and sales
17. Social Media âCentre of Excellenceâ
â˘âŻ Hub and Spoke model
â˘âŻ Dedicated, cross-functional group
â˘âŻ Provides:
â⯠High-level strategic advice
â⯠Governance
â⯠Training
â⯠Research
â⯠Measurement frameworks
â⯠Vendor selection
18. Who leads it?
Emergence
 of
 the
 Social
 Media
 Strategist
Â
22. Use social data to inform strategy
â˘âŻ Combine qualitative data collected âin the wildâ
with existing qualitative metrics
â˘âŻ Get to the heart of customer intent and purchase
behaviour
â˘âŻ Share data so every team can benefit
â˘âŻ Focus on uncovering actionable insight
23. Establish processes to deal with rapid
customer engagement
â˘âŻ Social media triage and
workflows
â˘âŻ Crisis response plan
â˘âŻ Escalation process
â˘âŻ Response times
â˘âŻ Own the interaction
24. Comment
 or
 Pos?ng
Â
Social
 Media
 Comment
 and
 Response
 Protocol
Â
On
 organiza7on
 own
 website/network
 or
 a
 post
 on
 another
 site.
Â
Â
Is
 it
 a
 posi7ve
 pos7ng?
 Monitor
 Only
Â
Avoid
 responding
 to
 speciďŹc
Â
post
 and
 people;
 monitor
 the
Â
Evaluate
 YES
 NO
Â
site
 for
 relevant
 informa7on
 and
Â
comments.
Â
âTrollsâ
Â
Concurrence
 Is
 this
 a
 site
 dedicated
 to
 degrading
 or
 YES
Â
A
 factual
 and
 well
 cited
Â
ridiculing
 others?
Â
response
 or
 opinion,
 which
 may
Â
or
 may
 not
 agree,
 yet
 the
 post
 is
Â
not
 nega7ve.
 NO
 Fix
 the
 Facts
Â
Respond
 with
 factual
Â
Â
âWeb
 Rageâ
 informa7on
 directly
 in
 the
Â
Organiza7on
 can
 concur
 with
Â
Is
 the
 pos7ng
 a
 rant,
 rage,
 joke,
 or
 ridicule
 in
 nature?
 comment
 space.
Â
the
 post,
 let
 it
 stand,
 or
 provide
Â
(See
 the
 ďŹve
 possible
Â
Â
a
 posi7ve
 review.
Â
Â
responses
 below.)
Â
 NO
 YES
Â
Does
 Organiza7on
 respond?
Â
âMisguidedâ
 Restora?on
Â
Are
 there
 erroneous
 facts
 or
 statements
 in
 the
 pos7ng?
Â
Rec7fy
 the
 situa7on,
 respond
Â
and
 act
 upon
 a
 reasonable
Â
NO
 YES
Â
solu7on.
Â
(See
 the
 ďŹve
 possible
Â
Â
âUnhappy
 Stakeholderâ
 responses
 below.)
Â
YES
 NO
Â
Is
 the
 pos7ng
 a
 result
 of
 a
 nega7ve
 experience?
Â
Share
 Success
 NO
 Final
 Evalua?on
Â
Proac7vely
 share
 the
 story
 Base
 response
 on
 present
 circumstances,
 site
Â
and/or
 addi7onal
 NO
 Let
 Post
 Stand
 NO
 inďŹuence,
 and
 stakeholder
 prominence.
Â
Â
informa7on.
 No
 response
 given.
Â
 Will
 Organiza7on
 respond?
Â
YES
 Response
 Op7ons
 &
 Combina7ons
 YES
 YES
Â
Transparency
 Sourcing
 Timeliness
 Tone
 InďŹuence
Â
Disclose
 informa7on
 Provide
 cita7ons,
 links,
 Take
 7me
 to
 create
 Respond
 in
 a
 tone
 that
 Focus
 on
 the
 most
Â
and
 any
 aďŹlia7on
 to
 etc
 to
 credible
 sources
 good
 responses
 from
 a
 reďŹects
 on
 the
 high
 inďŹuen7al
 sites
 related
Â
Organiza7on
 for
 accuracy
 good
 point
 of
 view
 standards/quality
 to
 the
 industry
Â
25. Develop a Roadmap
â˘âŻ Short- and long-term
â˘âŻ Technology changes too rapidly
â˘âŻ Focus on how relationships with customers and
employees will change, and
â˘âŻ How this will be handled throughout the
business
27. Find the right software
â˘âŻ Social Media Management Software
â⯠Hootsuite
â⯠Meltwater
â˘âŻ Listening
â⯠Radian6
â⯠BuzzNumbers
â˘âŻ Collaboration
â⯠Socialtext
â⯠Basecamp
â˘âŻ Communication
â⯠Yammer
28. Measure and integrate
â˘âŻ Set business objectives and KPIs
â˘âŻ Integrate with other data sources
â˘âŻ Real-time business intelligence
â˘âŻ Social CRM